The Seoul Metropolitan Government has introduced a new self-assessment service designed to help residents identify and prevent potential e-commerce risks. (Image courtesy of the Seoul Metropolitan Government)
SEOUL, April 15, (Korea Bizwire) — In an effort to protect consumers from online shopping mishaps, the Seoul Metropolitan Government has introduced a new self-assessment service designed to help residents identify and prevent potential e-commerce risks before making purchases.
The interactive service, launched through the city’s E-Commerce Center, draws on an extensive database of 7,000 to 8,000 consumer inquiries received annually. It replaces static warnings with a dynamic, personalized experience, allowing users to evaluate their risk level based on demographic and behavioral data.
Accessible via the center’s website (ecc.seoul.go.kr/SAFE), the tool guides users through a step-by-step questionnaire, including gender, age group, purchase type (e.g., open market, overseas shopping), payment method (credit card, cash), and product category (clothing, electronics, food, etc.). At each stage, users are shown the rate of consumer complaints among similar profiles.
The interactive service, launched through the city’s E-Commerce Center, draws on an extensive database of 7,000 to 8,000 consumer inquiries received annually. (Image created by AI/ChatGPT)
The final report provides tailored advice on precautionary measures, how to respond in case of a dispute, and relevant statistics such as the number of related complaints, average financial loss, and resolution rates.
Seoul’s five-year analysis of consumer complaint data from 2020 to 2024 revealed significant differences in the likelihood of damage and compensation based on user demographics and payment methods. Older consumers, for example, were more likely to pay with cash and engage in transactions through social media platforms like KakaoTalk or Naver Band — areas associated with lower refund or compensation rates.
The data also showed that transactions involving secondhand goods, overseas direct purchases, and social media platforms were among the hardest to resolve.
Kim Myung-seon, head of Seoul’s Fair Economy Division, emphasized the city’s commitment to consumer protection: “We will continue using data-driven insights to empower citizens to shop online with greater confidence and security.”
M. H. Lee (mhlee@koreabizwire.com)
